How do you engage readers and shoppers? Zappos launched a commerce-plus-content effort, and more retailers turn to paid loyalty programs. A new study from Tow Center for Digital Journalism gives further insights into publishers’ efforts to reduce their reliance on ad revenue and instead win support from a base of highly engaged subscribers.

Zappos sorts site content by abilities and goals. Beginners see content about getting going, while more intermediate runners can find inspirational content created in partnership with Refinery29. For example, a guide on when to replace one’s running shoes, which is, of course, shoppable.

Some brands are already going this route. Sephora charges a $10 annual fee for unlimited free shipping, while GameStop has optional fees for access to discounts and benefits. Restoration Hardware also charges $100 for various perks; by the end of 2017, the brand’s 380,000 members drove 95% of its sales.

Prime’s huge effects on customer retention proves that a carefully curated ecosystem of value, service, and content works. Data from Consumer Intelligence Research Partners shows that 91% of first-year paid subscribers renew for a second year. Even more (96%) of second-year paid subscribers renew for a third year.

This success highlights paid programs’ potential to shift the retailer-to-consumer relationship beyond a single card in a stuffed wallet.

The report highlights email newsletters as one of digital publishers’ most powerful engagement and revenue-generating tools. Readers’ behavioral data provides a foundation for personalization and eventually, deeper engagement.

“What stories they have read on the site already may allow you to push complementary stories to readers via email, creating a nice loop,” said study participant Elizabeth Goodridge, The New York Times’ editor for newsletters and messaging.

Learn more about Sailthru’s personalization platform and how you can improve customer engagement through personalization.

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